Imoova
- Company typePrivate
- Founded2007
- HeadquartersBrisbane, Australia
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
Imoova firmographics
Firmographics- Name
- Imoova
- Legal name
- Imoova
- Website
- https://imoova.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Imoova industry classification
Industry- Product category
- Vehicle Relocation Marketplace
- NAICS
- Automotive Equipment Rental and Leasing (5321)
- SIC
- Services-Auto Rental & Leasing (No Drivers) (7510)
- akta.pro primary industry
- One-Way / Relocation RV Rentals (THADAIAE)
- akta.pro secondary industries
- One-Way / Intercity Car Rental (THADAAAD), Self-Drive Car Rental (THADAAAF)
Keywords
Where Imoova is headquartered
LocationHeadquarters
- HQ city
- Brisbane
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Imoova business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations, Others
Revenue model
- Relocation Booking Fees: Imoova charges booking fees on each relocation transaction completed through the platform. Fees vary by region and vehicle type (e.g., CA$99.00 for Canadian relocations, NZ$49.00 for New Zealand, €99.00 for European relocations).
- Affiliate/Referral Commissions (Insiders Program): Imoova Insiders program pays A$40 per completed booking to affiliates who refer customers through unique referral links. This drives customer acquisition at performance-based cost.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | $1/day relocations - standard vehicle relocation |
| Unit Pricing | Pay-as-you-go | Extra night/day rates |
| Usage-based | Pay-as-you-go | Excess mileage charges |
| Transaction based/ take rate | Pay-as-you-go | Imoova Insiders affiliate commission |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels9 records
Imoova product offering
Product offeringCore offering
Imoova operates the world's largest vehicle relocation marketplace, connecting budget travelers with rental companies that need cars, campervans, motorhomes, and RVs moved between cities. Travelers rent these vehicles from $1/day for one-way trips, paying booking fees plus a refundable bond. The platform serves 20+ countries and 200+ rental suppliers including Apollo, Avis, Britz, Jucy, McRent, Roadsurfer, Indie Campers, Enterprise, Europcar, and Sixt.
Product overview
Imoova operates as a travel marketplace platform centered around vehicle relocations. The core product is the $1/Day Relocations marketplace, which connects travelers with rental companies needing vehicles moved between cities. The platform also includes a dedicated Mobile App for booking on the go, a Pro Driver Service for professional drivers to earn money relocating vehicles, the Imoova Insiders referral program for influencers, Gap Rentals for discounted local hires, and Private Listings for personal vehicle relocations. The platform spans 20+ countries including Australia, New Zealand, USA, Canada, Europe, Japan, and South America, partnering with 200+ rental companies.
Differentiator
Problem solved
Functional benefit
Products and services
- $1/Day Relocations The core marketplace product connecting travelers with rental companies needing vehicles relocated between cities. Travelers rent cars, campers, and motorhomes from $1/day for one-way trips. Refundable bonds and booking fees apply.
- Imoova Mobile App A dedicated mobile application available on Google Play for browsing and booking vehicle relocations on the go.
- Pro Driver Service A service for professional drivers to earn money relocating vehicles for rental company partners. Drivers receive payment, fuel reimbursement, and flights while moving fleet vehicles.
- Imoova Insiders A referral/affiliate program allowing travel influencers and content creators to earn A$40 commission for each completed relocation booking made through their unique referral link, with a 30-day attribution window and no cap on earnings.
- Gap Rentals Discounted local vehicle hire where vehicles are collected and returned at the same location, offered as an alternative to one-way relocations.
- Private Listings A marketplace service connecting private vehicle owners with travelers who can relocate their vehicles for a fraction of the cost of truck transport.
Quantifiable outcome
- Saves thousands compared to regular vehicle rentals
- +2 more outcomes
Companies that use Imoova
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles3 records
Imoova technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Imoova partnerships and signals
Strategic signalPartnerships
27 partnerships are on record, tiered core and minor.
- Apollo CampervancoreMajor campervan rental partner providing vehicles for Imoova's relocation marketplace. One of 200+ suppliers in the network offering $1/day relocations across Australia, New Zealand, USA, Canada, and Europe.
- AviscoreGlobal car rental company partnered with Imoova to provide vehicle relocations. Part of 200+ supplier network.
- Britzcore
- Jucycore
- McRentcore
- Roadsurfercore
- Indie Camperscore
- Enterprisecore
- Europcarcore
- Sixtcore
- Escape Campervanscore
- Fraserway RVcore
- Cruisin Motorhomescore
- Travellers Autobarncore
- Canadreamcore
- El Monte RVcore
- Road Bear RVcore
- Awesome Campersminor
- Bunk Campersminor
- Campermanminor
- Hostel on Wheelsminor
- Karma Campervansminor
- Let's Gominor
- Siesta Campersminor
- Snap Rentalsminor
- Spaceships Rentalsminor
- Wicked Campersminor
Scale indicators5 records
Recent moves10 records
Expansion highlights6 records
Imoova competitors and assessment
Company assessmentDirect peers
- Transfercar: Australia-based vehicle relocation marketplace directly named by Imoova as its primary competitor. Offers a similar two-sided model connecting rental companies needing vehicle repositioning with budget travelers, with overlapping supplier and customer overlap in Australia and New Zealand.
- Camplify: Peer-to-peer RV and campervan sharing platform headquartered in Australia. Competes with Imoova for budget-conscious road-trippers and overlaps significantly on supply (campervans/motorhomes) and target segment (backpackers and families) in AU/NZ.
- Outdoorsy: North America's largest RV rental marketplace connecting private RV owners with travelers. Directly comparable marketplace model in the RV/campervan space, although peer-to-peer focused versus Imoova's fleet-supplier model.
- RVshare: US-based peer-to-peer RV rental marketplace. Competes in the same North American RV/campervan rental category as Imoova, with overlapping budget-traveler customer base and similar route-based delivery model.
- Indie Campers: European campervan rental brand and one of Imoova's core suppliers. Also operates its own direct-to-consumer rentals and relocation deals, partially overlapping Imoova's offering in Europe and competing for the same road-trip segment.
- Auto Driveaway: Long-established US vehicle relocation service moving cars between cities for rental companies and individuals. Direct functional peer in the relocation category, primarily operating in North America.
- Roadsurfer: European campervan rental brand and one of Imoova's core suppliers. Operates its own direct rentals including one-way deals, partially competing with Imoova in the European campervan market.
Regional players
- Driveaway Australia: Australian vehicle relocation service focused on moving cars and trucks interstate. Overlaps with Imoova on the supply side (rental company fleet repositioning) and the customer side (budget travelers willing to drive vehicles), but primarily domestic AU focus.
Broad incumbents
- Turo: Major peer-to-peer car-sharing marketplace operating globally. Competes with Imoova for travelers seeking alternative vehicle access at lower cost than traditional rentals, though Turo focuses on local peer-to-peer rentals rather than one-way relocations.
- Getaround: Peer-to-peer car-sharing platform with presence in the US, Europe, and other markets. Adjacent to Imoova's traveler value proposition (alternative to traditional rental), though not a relocation-specific service.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Imoova social profiles
Digital presenceImoova financial estimates
Financial estimateRevenue estimate
Valuation estimate
Imoova leadership team
Management profileNumber of profiles
Imoova funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Imoova M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Imoova
What does Imoova do?
Imoova operates the world's largest vehicle relocation marketplace, connecting budget travelers with rental companies that need cars, campervans, motorhomes, and RVs moved between cities. Travelers rent these vehicles from $1/day for one-way trips, paying booking fees plus a refundable bond. The platform serves 20+ countries and 200+ rental suppliers including Apollo, Avis, Britz, Jucy, McRent, Roadsurfer, Indie Campers, Enterprise, Europcar, and Sixt.
Is Imoova a public or private company?
Imoova is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Imoova founded?
Imoova was founded in 2007. It employs 11 to 50 people.
Where is Imoova based?
Imoova is headquartered in Brisbane, Australia, in the Oceania region.
How does Imoova make money?
Two revenue lines are on record. Relocation Booking Fees are the primary driver. The others are affiliate/Referral Commissions (Insiders Program).
Who are Imoova's main competitors?
Direct peers on record are Transfercar, Camplify, Outdoorsy, RVshare, Indie Campers, Auto Driveaway and Roadsurfer. Driveaway Australia is listed as a regional player. Broad incumbents are Turo and Getaround.
Does Imoova have an API?
No public API is recorded for Imoova.
What industry is Imoova in?
Imoova's product category is Vehicle Relocation Marketplace. Its primary akta.pro industry code is THADAIAE, One-Way / Relocation RV Rentals, with a secondary code of THADAAAD, One-Way / Intercity Car Rental. Its NAICS code is 5321 and its SIC code is 7510.